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Sorry, BMW. I Really Don’t Get It.

Last week I was going through the mail and got a fairly big flat envelope in the mail. After opening up the envelope I noticed it was from BMW and had a note that read Happy Anniversary from BMW. Here’s what it said:

We congratulate you on your first anniversary of your ULTIMATE DRIVING MACHINE. Enclosed you will find our special gift to you: a designer’s sketch of your BMW vehicle. An attractive addition to any BMW’s home or office, it also provides insight into our passion for automobile design – by starting with a great idea. Compliments of Moritz BMW.

A few things jumped out at me:

  • I have actually had the car for 14 months
  • I have owned a few other BMW’s and never got an anniversary gift before so this must be a new program
  • The sketch doesn’t have a BMW logo on it
  • I would NEVER frame this sketch and put it in my home or office

I really applaud BMW for coming up with an anniversary program for my car. Although it would have been nice if I received the gift closer to my anniversary date, it was still really nice. I think they really swung and missed on this one. I could think of a bunch of other things they could have sent that I would have used. Here are a few thoughts:

  • BMW key chain
  • BMW shirt
  • Tickets to a sporting event with my salesman
  • A coupon for a friend to test drive a BMW for an entire weekend

All of those ideas could help with BMW’s branding and potential future sales. I really don’t see the value in a sketch.

Am I wrong?

  • What do you think?
  • What could have BMW sent their customers that would have made a difference?
  • Do you get an anniversary gift from your dealership?

I look forward to hearing your thoughts.

PS – that is a picture of me holding up the sketch.

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